Zara Case Study

1656 Words May 23rd, 2008 7 Pages
3.1 HISTORY and BACKGROUND ZARA is the flagship chain store for the Spanish Inditex Group owned by Amancio Ortega, who also brands such as Massimo Dutti and Bershka. It was first open in 1975 in La Coruna, Galicia, Spain. Originally a lingerie store, then the product range expanded to incorporate women’s fashion, menswear and children’s clothes (5).
The international adventure began in 1988, opened its first foreign store in Oporto, Portugal. The market growth remained mysterious and it kept growing the stores in different countries and its cities. Started from the United States (1989), Paris (1990), Mexico, Belgium and Sweden (1994), Malta (1995) and Cyprus (1996). The stores remained company owned, however, it started to make another
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Because of the ‘no marketing’ strategy, Zara relied on its shop windows to communicate its brand image. Displays were changed regularly to remain visible and alert customers of their newest (12).
The store, however, is given priority in its interior and exterior design. Large flagship stores often build on an architecturally interesting building to reinforce the style and design message. It is decorated the space to create a well-lit space with plenty of light where the clothes take centre stage where the clothes take pride of place, eliminating all barriers between the garments and the customers (13)(Zara and lean retail). Products are not displayed by like (eg. Skirts, trousers) but by outfit to try to maximize customer spend. Once in two years time, Zara stores changed its interior decoration and furniture for a fresher look (14).
3.2.4 Fast Fashion and Low Cost Zara cannot be considered as an original fashion retailer because it imitates many famous brand products. It focused more the attention on understanding the fashion items that customers wanted and delivering them, rather than predicting season’s trends via fashion shows. However, this ideas are yet very successful because Zara can produce the latest fashions which can be easily adaptable to the mass market with low cost compared to the other brand. Zara’s fast-fashion means that some popular items appear and disappear within a week, creating an image

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